In this episode of Collisions YYC, Tyler Chisholm welcomes Andrew Bullied, Co-Founder and Sales Director of Annex Ale Project, for an inside look at how one of Calgary’s most creative breweries became a beverage company to watch. While known for their beer, it’s their soda line—playful, nostalgic, and totally unique—that’s stealing the spotlight. Andrew explores how Annex’s non-alcoholic sodas went from taproom curiosity to a core business line, appealing to everyone from sober adults to soda-loving kids. They talk brand flexibility, beverage innovation, local sourcing, and how embracing fun can be a serious strategy. If you're interested in entrepreneurship, product expansion, or the future of craft beverage, this episode fizzes with insight.

In this episode:

• How Annex Ale Project has evolved its brand without becoming too precious about it
• The challenges and rewards of crafting non-alcoholic beer that actually tastes good
• Why today’s consumers crave novelty, creativity, and “weird” in their beer
• Balancing local identity with broader market ambitions
• Thoughts on taproom culture, pricing pressures, and pandemic pivots
• What it means to stay independent and inventive in a competitive craft beer landscape

Top 3 Wisdom Bombs

“The beer consumer that wants new and exciting bold flavours and they want to be challenged with the things.” - Andrew Bullied

“One thing that we've really focused on over the last years is not being too precious about a brand.” - Andrew Bullied

“The giant breweries like Asahi and Heineken and Guinness, they're driving the non-alcoholic beer market and they've invested in technology to make sure it actually tastes pretty good.” - Andrew Bullied

This episode is brought to you by clearmotive marketing. When it comes to marketing that truly matters to your business, clearmotive is your go-to partner. With a proven track record of more than 15 years, they understand what makes your business tick. Learn more at https://www.clearmotive.ca and discover how clearmotive can help your marketing thrive.

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Host links:

Tyler’s website: https://www.tylerchisholm.com

Tyler’s LinkedIn: https://www.linkedin.com/in/tylerchisholm

Guest links:

Andrew Bullied’s LinkedIn: https://www.linkedin.com/in/andrew-bullied-031b33262

Annex Ale Project’s Website: https://www.annexales.com

Annex Ale Project’s LinkedIn: https://www.linkedin.com/company/annex-ale-project/

Annex Ale Project’s Instagram: https://www.instagram.com/annexales

Collisions YYC is a Tyler Chisholm original production // Brought to you by clearmotive marketing